1st March 2019, By Sagar Haldankar, Media Buyer & Executive

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We hear ‘Market is tight’ in the world of advertising. It denotes the cluttered scenario where brands come with insightful communication and to reach out the potential audience they promote it heavily. But many advertisers are making a critical mistake. They focus too heavily on the budget when developing their campaigns and completely neglect something far more important: their media plan. For campaigns to be successful and messages to make the right impact, significant thought needs to be given to the markets you serve and the delivery channels. Reaching the audience in a significant way and completing the marketing objective is essential to attain these goals.

Effective Media Communication

Creative communication and media strategy go hand in hand. Below are a few steps to deliver an effective media strategy & planning:

1. Setting strategic goals

What is the goal of your particular campaign? Is it to extend your brand awareness or announce a new product line? Promote a service or increase sales? Media planners, should be able to manage expectations based on a set of variables. Factors such as budget, resources, and brand equity play an integral part. Because these elements can facilitate your brand growth and can help gain those leads or an increased traffic on your website.

2. Identifying Ideal Prospects

Before brainstorming the right media channels,if you don’t know already, you’ve to determine who your ideal prospect is. Considering the current customer base; who buys from you and why do they buy from you? Which customers brings you the most business? As with any ad campaign, you need to know who to show your marketing to.

3. Choosing the relevant media mix

Data suggests that certain online users respond to certain types of media. Millennials may prefer to engage on social media platforms if they can relate to it. On the other hand, if a client sells a technical product or service like a smartphone, a car or any electronics gadget, a blog or a video review might be a good option as it increases more credibility than the other traditional media. Images, interactive banner ads and videos should all be considered depending on the brand and product or service.

4. Analyse and optimise

Once client gives the approval on the media plan, and the campaign is live for a predetermined amount of time, analyzing the outcomes is the critical stage. It gives the clarity on what's working and what's not, thus helping you to adjust media buys accordingly.

These are few of the elements which are crucial when it comes to augment your brand presence online and across social media channels.